中国实体零售企业运营效率及其影响因素研究——基于随机前沿分析方法

近年来，零售产业发生较大变化，实体零售企业纷纷关闭门店收缩经营，探讨新时期实体零售企业运营效率水平及其影响因素具有现实意义。文章利用2007—2016年实体零售企业门店调查问卷数据，采用随机生产前沿和随机成本前沿等不同模型，检验营业面积和员工数量两种投入要素情况下的零售企业生产函数特征，例如规模报酬效应、产出弹性以及规模经济效应等，同时检验实体零售门店商圈竞争度、门店经营历史、商品周转天数、日交易量和客单价等因素对门店运营效率的影响效应。结果发现，我国实体零售企业处于规模报酬不变阶段，专卖店和百货店的运营效率较高，而超市和购物中心的运营效率较低；以及门店经营历史、日交易量和客单价对门店运营效率具有正向影响。最后针对实体零售企业门店经营决策提出管理建议。

An Empirical Study on the Efficiency of China’s Physical Retail Stores and Its Influencing Factors

In recent years, China’s physical retail enterprises have encountered operational difficulties. It is of practical significance to explore the operational efficiency level of physical retail enterprises and its influencing factors in the new era. Based on the questionnaire data of retail stores from 2007 to 2016, this paper uses different models, such as stochastic production frontier and stochastic cost frontier, to test the characteristics of the production function in retail enterprises under two input factors of business area and number of employees, such as return to scale, output elasticity and scale economy, and at the same time to test the effects of the competitiveness of retail stores business circles, the store operation history, commodity turnover days, daily trading volume and unit price on the operational efficiency of stores. The results show that the real retail enterprises in China are in the stage of constant returns to scale, and the operation efficiency of specialty stores and department stores is higher, while the operation efficiency of supermarkets and shopping centers is lower; and the operation history of stores, daily trading volume and unit price have a positive impact on the operation efficiency of stores. Finally, management suggestions are put forward for the store operation of physical retail enterprises.